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Focus Group Interviewing --- Richard Krueger 4 Beginning the Focus Group Discussion The first few moments in focus group discussion are critical. Focus Group Examples. 4 0 obj
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There are three types of focus group questions: 1. What are your general feelings about it? Pick the topics you want to discuss the most and expand upon them, and be sure to cover each area of follow-up questions to cover all your bases. 27. This question aims to provide a better idea of how crucial your customer’s problem is or how immediately the problem needs to be addressed and solved. What features would make this product more useful in your daily life? When, how, and where do you use this product? In order to gather productive data and make the right changes to your product, you need to figure out what customers are unhappy with currently. If you could choose a feature of this product to eliminate, what would you choose and why? Reveal some hidden marketing techniques that may just “rub your customer the wrong way” that your company may be unaware of. Topics to be covered are drawn from the following list. ",#(7),01444'9=82. What are your expectations when purchasing a product such as this one? 8 0 obj
What excuse would you give to a salesperson if you did not want to use this product and he/she was pressuring you to buy it? What features do you think are better in our competitor’s product? Figure out what the customers feel is lacking from your product and why they think it is a necessary addition. Know your customer’s opinion on the value of your product and gain a customer-centered view on its market value. I’m teaching my teammate about the ins and outs of planning, conducting, and sharing results from focus groups with youth. What do you like best about this specific product? Workshop Participants. 54. And try projective techniques. Sometimes a single focus group is not enough. What is your favorite aspect of our product and why? Your focus groups should include 8-12 people per session (any more and it becomes unwieldy) and the sessions should be held in two or three primary alumni cities or regions. Although the main purpose of a focus group is to discuss and go deeper than your face-value yes/no questions, if one of your objectives is to quantify data, you might want to add a few questions that allow you to count specific answers and apply statistical techniques. Find the perfect sound in seconds. Also, check out the article about basic question tips. What do you already know about this product? A focus group can be extremely helpful to get into the mindset of your customers and receive genuine, helpful feedback for your company. %����
This will help you to get to the root of any issues you are currently facing with your product, and it will take out any guess-work from your company as to why customers might be choosing the competitor’s product over yours. Determine participants By clearly defining the purpose and outcomes of the focus group, it is easier to identify who should be invited to participate in the focus group. What positive experiences or outcomes have you had in using this product? We will expand on the reasoning behind each question in the following section, because these are the content questions that will really provide the results you want to see from your focus group. These questions are usually open-ended questions aimed at setting the tone for the focus group. In a brief time the moderator must create a thoughtful, permissive atmosphere, provide ground rules, and set the tone of the discussion. <>
20. Student Focus Group Results Fall 2014 Prepared For: Minnesota State Colleges and Universities Prepared By: The Organizational Effectiveness Research Group Minnesota State University, Mankato, Minnesota . The purpose of engagement questions is to establish the topic of discussion with your participants and make them comfortable with the focus group setting and with each other. These questions are usually open-ended questions aimed at setting the tone for the focus group. There are only a few basic rules to keep in mind while participating today: a) Everyone is expected to be an active participant. 42. %PDF-1.5
How did you first hear about this product? Keep an eye on participants’ energy levels and intersperse focus-group questions with calm or energizing activities as needed. endstream
Questions for Generating Content on Your Industry. 48. What is something you would like to learn more about it? Gain service feedback and help meet customer expectations of how they would like their concerns addressed and handled by your company. What are your problems or concerns when using this product? Find out if customers think your product is potentially irrelevant or could be replaced in the near future, and develop a prevention plan . How much would you be willing to pay for this product? The [unit or department] at the University of Arizona is conducting a program assessment under the supervision of [insert responsible party, director, etc.]. Engagement questions: introduce participants to and make them comfortable with the topic of discussion 2. You may think you know your biggest competitor, but getting the customer’s insight on this can shed light on specific companies that may have not even been on your radar as a major competitor. 14. Again, provide a timeline for a more thought-out answer, and figure out how those changes have affected the customer’s use of your product. While it may seem counterintuitive, you should ask direct questions about your competitors to know what your company can do better to beat out the competition. After gaining general satisfaction knowledge from your customers, you need to get into the specifics of your products. Evaluation Questions: Are the students taught by faculty participants exposed to new standards, materials, practices? No matter why a focus group is formed, you can help your members have a more productive session by asking questions that grab their attention and get them thinking beyond the obvious. About This Quiz & Worksheet. Get to know your customers’ expectations so you can proactively fulfill them before a complaint occurs. How has your opinion of this product changed over the past three years? 39. <>
Sample Focus Group and Survey Materials STUDENT ASSESSMENT INVENTORY FOR SCHOOL DISTRICTS Overview The Student Assessment Inventory for School Districts supports using a student-centered process to evaluate the assessments students currently take and then determine the minimum testing necessary to serve essential diagnostic, instructional and accountability purposes. Specifically, we want to understand [insert some details or research questions]. Paolo’s insights will help Wonderflow shape up its “scale up” growth to the next level. Closed-ended questions that force the whole group to answer may also eliminate any group bias that has arised from a few people dominating the conversation. Go beyond the features or uses of the product to understand why your customers believe in your brand. <>
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Inspirational, Honest, Versatile, Dependable, Competitive What is the favorite aspect of your career? 17. 19. General questions for focus groups In general it is suggested that no more than 10 or 12 general questions are asked during Focus Groups. This blunt ask should provide you with a specific pros/cons style list to compare with your competitors. Writing focus group questions in the moderator's guide or focus group questionnaire is your first step. Identify the specific issues your customers are facing in order to figure out your products biggest issue and prioritize that concern. What are this product’s key weaknesses? 16. Inclusive workplaces recognise and value individual differences. We interviewed Umberto Giuliani, the newest member of Wonderflow and Head of New Business, to gain more insight into achieving sustainable economic growth within a company and his personal goals. 1 0 obj
Focus Group Template Consent Form . Would you recommend this product to a friend? It illustrates how to order questions within a topic of inquiry. Get more practical, specific insight into what customers think your competitors are doing better. From there, you’ll have a wealth of feedback and information to analyze. endobj
Using a focus group over other methods of customer feedback will allow you to have a full, multi-participant discussion about your product – versus stagnant answers on a computer screen. When they can no longer hear any sound, have students lower their arms. Surveys allow districts to gather information from a large number of students in a relatively short period of time, and answers can be easily aggregated. 13. 41. Similar, yet different, questions would be developed for administrators, technology specialists, or other populations within a school. 51. If you could add any feature to our product, what would it be? <>/ExtGState<>/XObject<>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 612 792] /Contents 4 0 R/Group<>/Tabs/S/StructParents 0>>
24. While driving the conversation through the use of follow-up questions, you want customers to expand on their answers. In what aspects do we succeed where our competitors fail, and vise-versa? Any other thoughts on Y? Among the competitor companies mentioned, which would you choose from if you had to choose another company’s product? By students' characteristics? In what follows 6 or 7 main themes have been identified. For a calming activity example, have the group close their eyes, raise their hands, and listen to the ringing of a bell or chime. The second group can use insights gained from watching the first discussion to dive deeper into the topic and offer more perspective. 5 0 obj
What words or phrases come to mind when you think of this product? What factors influence you to buy this product? Hints for Developing Your Own Sample of Focus Group Questions. What is something that would make you more inclined to buy and use this product, even if you are already a user? Did this vary by faculty member? 41. endobj
How would you describe yourself in 5 words? To do this, ask questions to prompt participants to fill any holes in the conversation. review samples of student work prior to the focus group so they are prepared to comment to the focus group questions An alternative is to engage them in an activity prior to the focus group in which they evaluate student work samples In both cases, it is a good idea to ask participants to complete a closed-ended questionnaire during the focus group. These are the questions you can use to drive your focus group in the way you want it to go. 1 This guide was designed for year one participants one year after they had participated in training (month 22 of project). Brand name, customer service, etc.). Find out the root of why your customers choose your company, whether it’s for your specific features or something else entirely (ex. Be sure to ask introductory questions that will steer and drive the discussion in the way you want it to go. Why? You mentioned X-competitor product, what about Y and Z competitor product? 5. 38. Competitive, authentic, sportive, enjoyable, modest What is your favorite aspect of your career? endobj
37. This quiz will test you on the methodologies used with focus groups, as well as the general idea of focus groups. You can receive feedback on what your competitors are doing that your customers like and also dislike to know that your company and product is providing the best service out there for the market. 40. Having unified in a workable way the managerial processes of Fortune 500 enterprises with…, AMSTERDAM, January 18th, 2021 – Wonderflow, the simplest end-to-end solution to analyze the Voice of the Customer, today announced that it got selected to participate in Netherlands’ most exclusive scaleup program: Techleap Rise. Is there a specific topic we want to circle back to from this discussion to add or expand on? Today’s topic is . 34. Exit question: check to see if anything was missed in the discussion AN EXAMPLE Questions for a Focus Group on Dental Flossing What brands do you associate with this product? Where it is necessary and/or helpful to hold a focus group to ascertain the views of a cross-section of students from across the subject, the following questions can be used: a. You want to make sure you hear exactly what works well (or doesn’t) in this product, and you also want to hear how customers would do things differently with these features if they were in charge. 30. Guide and Template for Conducting Diversity Planning Focus Groups Moderators conducting focus group: _____ Focus group participant category: _____ Date/time of focus group: _____ Instructions to moderators and note takers: Thank you for agreeing to conduct a focus group on behalf of the College/School Diversity and Inclusion Committee. We give you the insight you need to write all types of focus group questions with the help of proven examples and expert advice. Any successful content strategy prioritizes what's most engaging and interesting for your target buyer persona, so a focus group can be an effective way to be sure that … We discussed X topic at length, but we didn’t hear much about Y. Identifying how I can…, We interviewed Paolo Pettenello, the Head of Performance in Wonderflow to gain insight on the Company Performance management field and Paolo’s personal achievements and goals. Once the discussion has opened up from the introductory questions, you will want to use follow-up questions to dig deeper into the topics that have been brought up and clarify what has been stated in the opening. This would occur only for one type of sample group for the process, not the rest, e.g. For example, the process of gathering information about the nature of a proposed after-school program might require that separate focus group interviews be conducted with parents, teachers, and students. The curriculum and intended learning outcomes . 1.
$.' and follow-up questions. Sample Focus Group Topic Guide. What are some core values and beliefs you hold that lead you to purchase this product over the competitors? You said that you would be likely to choose/not choose our product over the competitors, why is that? The goal of today’s meeting is to understand if the internal communications and news you currently receive is effective, relevant and valuable to you. How significant is the problem or concern you have with this product? 7 0 obj
You’ll typically only ask a few engagement questions, at the beginning of the focus group session. Get to the root of customer dissatisfaction with the product. Techleap’s Rise selects only ten companies from hundreds of candidates to receive the title of highest potential tech companies in the Netherlands. endobj
It will also allow you to interact with your customers and drive the conversation towards your specific, desired outcome. On each branch, I ask t… The questions asked in a focus group are crucial. The purpose determines how many focus groups are needed and who should be invited to each one. But in order for your focus group to be successful and worthwhile, you need to ask your customers the right questions. Is there anything else you want to add to the conversation about this product? The process … • What are the advantages and disadvantages of focus groups? You might be looking to develop a content strategy for your brand, branch out into a new content medium, or simply generate new content ideas. Once you learn basic questions, try laddering. But in order for your focus group to be successful and worthwhile, you need to ask your customers the right questions. How would you expect a customer service department to respond to this problem? They will set the tone and drive the entire discussion, which will make or break the results for your company and your product. College Student Focus Group Discussion Guide Prepared by Peter D. Hart Research for the Association of American Colleges and Universities This guide was originally prepared for a set of focus groups commissioned by the Association of American Colleges and Universities and conducted by Peter D. Hart Research in Summer, 2004. endobj
Why? Strong focus group questions are critical to successful market research. Much of the success of group interviewing can be 2 Project Team Wendy Marson Student Success Implementation Team: Student Focus Group Lead Director of Institutional Research Inver Hills Community College 651-450-3392 … 36. • What questions and decisions can focus groups address? stream
Would you say you are satisfied with the performance of this product? endobj
Why? What is something that has deterred you or would deter you from using our product? How has your usage of this product changed over the past three years? On the other hand, focus groups are generally more costly than surveys to organize, staff and analyze, and they require access to skilled focus group moderators. 23. Download the Template. Get some specific customer stories or quotes on their positive interactions with your product. What follows is a sample focus group discussion guide that can be used to collect information from entering students. 12. Who do you think is the largest competitor to our product? This question lets you know what your customers think you are doing well and what details of your product they benefit most from. x�m�M�@����cuXwt�U~$B��! All of these different types of focus groups would be part of a comprehensive data collection effort, which in itself would be part of a comprehensive evaluation … Let the customer identify what they believe is the root of their problem, even if you think you may know the true answer. Along with the areas for improvement, you will want to ask your focus group what areas your product is excelling in over the competitors. Your customers will be able to tell you what they want to know more about, or what they feel uninformed about regarding your product. Focus groups can be effective for a wide variety of products and ideas. Can you please clarify why your usage of this product has declined/increased over the past three years? Here are 50+ example questions to ask when conducting a focus group: Introductory Questions. Opening Remarks (2 Minutes) Thanks for coming today. You want to make sure you and your customers don’t leave the room with any lingering doubts. Target your marketing skills. If you fail to do this, then it will be more difficult to make specific improvement changes to your product after analyzing the results of the focus group. Look into marketing and specific product features that motivate your customers to buy your product over the competitors. See the article about moderator guide. What changes would you recommend making to our product to give us an edge over our competitors? After all the desired topics have been discussed at length, you should end the conversation with exit questions to ensure nothing has been left unsaid. 43. You are invited to participate. <>
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Purpose. Give customers a timeline to get a more specific answer, and see how any shifts or changes in the company or product have affected customers’ views. Questions for student focus groups . Describe how your students … For supporting focus group materials such as recruitment tips, invitation e-mail templates, consent forms, profile sheets, and a comprehensive planning guide that outlines focus group … With the answers from these questions, you can dig into the decision making process for purchasing and understand the “why” behind the customer’s buy: 11. What are this product’s key strengths? Would anyone else like to build-off of an opinion that has already been stated by another group member? 9 0 obj
The purpose of the study is to examine [insert topic of study]. Narrow and streamline your product to cut out any aspects your customers don’t use or see as unnecessary. 45. Get to know your customer’s favorite part of your product and be sure to understand why. In the end, the group that observed the first session performs their conversation. 32. During the program, the founders of the ten selected scale-ups are encouraged to learn from each other about the challenges…. Within each theme we have tried to address what are the possible sub-questions depending on group’s answers. When an employee feels that their uniqueness is valued, they are more likely to bring their whole selves to work, including those aspects of their identity that distinguish them from the dominant or leadership group.To encourage focus group participants to think about what makes them unique, I ask each participant to draw a tree with bare branches. 47. These questions will be more pointed than overall exit questions, but they will help you get a general feel from your customers about your product and what drives them to use/not use it. Help your customers do the brainstorming for new ideas that you could implement to enhance your product. Do you expect to buy this product again or use it more in the upcoming year? Learn about the actual foreseen consumption and use of your product, because although a customer may think highly of your company and its product, that doesn’t always mean the customer is planning on continuing to buy it. 55. What are specific issues, concerns, or problems you’ve faced when using this product? As one group conducts their study, the other group observes the discussion. Try to drive the answer in a way that will tell you what would make your company the first in the customer’s mind if yours isn’t their first choice. 53. This will provide insight into the areas you should be expanding on or pouring more resources into that you know will be beneficial to the product and consumer. <>
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If you are conducting a feasibility study at a college or university, you can gain additional insights by asking what we feel are the 9 best questions for focus groups. 29. This is a sample set of focus group questions designed for for use with teachers. How would you describe yourself in 5 words? Tell me why you have those specific expectations when purchasing this product. The questions on this page are focus group or interview questions. 25+ Key Focus Group Questions: How to Choose, Write and Ask the Best Questions. <>
See where you have the edge over your competitors in the eyes of the customer. Questions for Secondary Students; For questions and sample instruments that are not focus group/interview questions, please see our page on other data collection tools. Written by Wonderflow. I'll cover how to collaborate with program staff/funders to figure out what information they're most interested in as well as how to turn those interests into focus group questions. • When should focus groups not be used? What features or information does our marketing not address that you would like to hear more about? Making sure you cover all of these areas when formulating your questions is extremely important, as well as the way you word and ask them. This is also a good area to add in specific questions you may have about a certain aspect of your product, or if you are suspicious there may be a general feeling from consumers about your product that internally you cannot see. Is there a different product that you think could replace this product? Teacher Questions on Curriculum and Pedagogy Student Use of Technology . What influences and motivates you to choose this product over others? Always prompt your customers for more in order to get the most information from them possible, but do so in a way that makes them feel comfortable and that their opinion is truly valuable. “What’s your favorite brand of cereal?” Gain knowledge on useful aspects of your product that might need revamping, or simply build upon what you already have. When looking for this product, what company or brand first comes to mind? stream
And even if they aren’t adverse to it, they will be forced to think about how they possibly could be. We look forward to working with him and seeing what he will bring to Wonderflow. Why? A focus group is an integral part of marketing research. Exploration questions: get to the meat of the discussion 3. Another brainstorming question that will provide you with solid ideas for future features that could be added, or for a change in marketing if needed. Dive into how exactly customers would feel this product could be more relevant in their lives. 44. 35. 31. 33. 2 0 obj
���� JFIF x x �� C On Advising: SAMPLE Student Focus Group Discussion Guide What follows is a sample focus group discussion guide that can be used to collect information from students regarding their experience with advising. 50. Appendix B provides a sample timeline for a small focus group study. What trends do you see happening in this industry. 28. Focus Group Discussion Guide Sample I. 26. They will gauge your group’s interest-level and knowledge of the product, as well as set the tone for the focus group discussion. • What is a focus group? • How can the focus group findings be used? 22. Like reviews, focus groups allow you to discover the feedback you need to grow. 25. • What will schools gain by using focus groups? 52. It will also help you avoid making any changes to features or aspects of your product that customers are truly enjoying and believe are functioning well already. If you could choose a feature of this product to develop further, what would you choose and why? Sample Focus is the web’s premiere FREE community curated royalty-free sample library. Helping people achieve their goals. What features do you think are better in our product versus competitors? If yes, then what? endobj
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Do you feel that any topic or issue about this product has not been addressed? This can be prompted by using probing questions, or questions that will clarify. Have you ever purchased the competitor’s product? Uncover an adverse, subconscious response that your customer might have towards your product. 21.
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